A survey on spring cleaning habits conducted by leading cleaning brand Vileda has found that more than half of respondents in the UK between 18 and 44 find cleaning ‘liberating’.
These findings seem to confirm a surge in popularity of influencers, such as Marie Kondō, whose books and Netflix series inspire an audience of millions. “For suppliers of high-quality products, this trend can be an opportunity, which is why we as a brand manufacturer are keeping a very close eye on this development. And how this affects in-store consumer behaviour,” says Emmah, Littlewood, general manager at Vileda.
Emmah observes that a tidy home is becoming a lifestyle. She acknowledges: “Overall, we see that consumers are less dispassionate about cleaning than they were a few decades ago.” She compares this development with cooking: “Providing for the physical well-being of the family used to be largely perceived as a housewife’s duty,” says Emmah. “For many people today, cooking is an expression of individuality and quality of life across all genders and we are seeing a similar trend when it comes to cleaning. Young and old, women and men, singles and extended families have different preferences for cleaning. What they all have in common, however, is that they now clean less and less out of tradition or for their partner, but out of a personal state of mind – for the good feeling afterwards.”
Emmah also recognises that consumers are increasingly opting against a one-off weekly cleaning marathon but cleaning in a more ‘fragmented’ way, such as room by room. Consumers increasingly expect products to be quick and easy to use and effective at the same time, notes Emma.
She concludes: “The demand for innovations that combine ergonomics and efficiency, i.e. core properties that consumers associate with Vileda products, is also increasing.”
Top: Cleaning with Vileda.
